We did extensive testing in an intensely competitive, and highly
deliberated e-com scenario, myWeddingFavors.com.
The winning solution for short product videos had a dramatic impact on
overall conversion, but several of the intervening steps had a negative
impact. Due to the prominence of the player on the page, essentially
replacing the product image, any load time lag for the video player was
detrimental. We use javascript to swap out the player once it's loaded,
Autoplay also proved unsuccessful, though perhaps not for the reasons
you might expect. Average time on product pages is less than the 45
second duration of the videos. With autoplay, we wasted valuable
shopping time on products the user wasn't especially interested in...
Click to play with minimal lag resulted in a lower cart abandonment and
dramatically improved conversion.
Read more:
http://alwaysbetesting.com/abtest/index.cfm/2008/8/1/Product-Video-Boosts-Conversion-Dramatically-at-MyWeddingFavorscom
Watch a video: http://www.myweddingfavors.com/peralized-photo-coasters.html
(note, no audio track)
-Andy
Randy Harbin wrote:
All.
I have a request from the client to auto-play a video on load for a given
page. The page contains the video prominently at the top and has significant
additional information below.
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